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Introduction

What is advertising?
The word advertising comes from the latin word "advertere meaning to turn the minds
of towards".
According to William J. Stanton, "Advertising consists of all the activities involved in
presenting to an audience a non-personal, sponsor-identified, paid-for message about a product
or organization."
According to American Marketing Association "advertising is any paid form of nonpersonal presentation and promotion of ideas, goods and services by an identified sponsor".

Advertising is used for communicating business information to the present and

prospective customers. It usually provides information about the advertising firm, its product
qualities, place of availability of its products, etc. Advertisement is indispensable for both the
sellers and the buyers. However, it is more important for the sellers. In the modern age of large
scale production, producers cannot think of pushing sale of their products without advertising
them. Advertisement supplements personal selling to a great extent. Advertising has acquired
great importance in the modern world where tough competition in the market and fast changes in
technology, we find fashion and taste in the customers.

Objectives of advertising
The fundamental purpose of advertising is to sell something - a product, a service or an
idea. In addition to this general objective, advertising is also used by the modern business
enterprises for certain specific objectives:

To introduce a new product by creating interest for it among the prospective customers.
To support personal selling program. Advertising maybe used to open customers' doors

for salesman.
To reach people inaccessible to salesman.
To enter a new market or attract a new group of customers.
To light competition in the market and to increase the sales as seen in the fierce

competition between Coke and Pepsi.

To enhance the goodwill of the enterprise by promising better quality products and

services.
To improve dealer relations. Advertising supports the dealers in selling he product.

Dealers are attracted towards a product which is advertised effectively.

To warn the public against imitation of an enterprise's products.

Background of this report

At Lahore College for Women University this, this is essential degree requirement for the
student of BS (Hons) mass communication to complete internship program of eight weeks in

well reputated advertising agency. Report writing follows the internship which is integral part in
fulfillment of the requirements for the degree of BS (Hons).
The report encompasses the knowledge of internee that she obtain during her course of study in
the advertising agency , her learning and analysis her experience that the internee has during
internship in the light of which recommendations are made.
Purpose of the internship
Purpose of the study was too prolonged.
General purpose

To become familiar with the functioning of advertising agency.

To get practical experience of theoretical work the internee has done in the institution.
To know the function of advertising agency and how this is done in practical field.
To know the rules and regulation of office and employment and how to perform assigned

duties.
To perform activities according to our course requirement.

Specific purpose
The specific purpose of internship is the partial fulfillment as a requirement for the
completion of BS (hons) degree

To objectively observe and learn the functioning of creative, media and marketing
departments.

To make recommendation or implementation plans of the advertising agency in the light

of our professional studies.

To gain experience in advertising agency to understand it practically

The internee did her advertising internship in Message Communication from 1 st April 2015 to
30th May 2015.
Introduction of organization
Message communication

Mission statement
Committed to discover and overcome the key challenges that prevent a business from
reaching its full potential.
We simply pursue what is best for the client in marker.
For us the client comes first.
Vision
Our vision is to bring new dimensional advertising to clients in what we do and to bring
them fast and prompt result.

Moto
We cant afford to go slow in advertising

Clients of Advertising Agency

Honda

Atlas Honda

Abid group of companies

Dream Gardens

Government of Punjab

NEXUS

PANTHER Tyres

Elixil Group
Eden Life Style Homes
PAC
DA
Olives and olives oil
UNIFOAM Makes a Home

Tara Group

UNIFEM

AL HILAL

Brighto Paints

Sana Safinaz

Western Union

BUNNYS

Dawood Herculus

BREAKOUT

FAYSAL BANK

Ghosia Builders

WATER Aid

IZHAR Group of companies

DELL

NFC
Rafi Group

ZARCO Exchange

Virtual University

UK aid

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THOMSON

RANI

Departments of Agency
Advertising agency comprise many departments

Media department
Creative department
Art & Design department
Marketing department
Accounts management Department

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Av video
Media and buying planning
Accounts
Human resource Department

Organizational Chart

Media Department

Print Media

Ejaz hussain
Media Planner

Creative Department

Electronic
Media

Ali Hassan

Marketing Department

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Irsalan Idrees
Creative
director
Departments
in which Internee
worked

Huzaifa Anwar
Group Account
Manager

Media department
Creative Department
Marketing Department
Studio

Personal Learning
During two month of internship in this organization the internee learned a lot. During
internship the interne has done work in four departments. In creative department internee worked
under the supervision of Arsalan Idress who is the creative director in the creative department.
Moreover internee has gained the experience of Media Department under the supervision of Ejaz
hussain who is Media planner. Internee also worked in electronic media under the supervision of
Ali Hassan. Under the supervision of Huzaifa Anwar who is group account manager in
marketing department.Internee has also analyzed the working of marketing department.

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During two months of internship the internee learned how practical field is different from
theory. In media Department internee learned about costing of ad in newspapers and magazine.
Moreover internee learned about the effectiveness of ad. In electronic media internee learned
about different terms and terminologies.
During two weeks in creative Department internee write slogans and taglines and learned
how to write a copy for ad. Internee writes a copy for the Ad of Lawn. In marketing Department
internee learned about field work, Role of agency and about the functions of Different media
departments.

Acquired competency
Thus it was good experience and the internee learned lots of new things which was ever
experience before.
After working in ad agency departments the internee have gained the experience for
professional field. This will help internee in future being a mass communication student.

Problems
The problems faced by internee during internship are
Advertising agency is conjusted
Systems are not available for internees
Time management during university and internship hours

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Recommendation
This internship gave the internee a sense of confidence and her lots of skills are polished
in before related to advertising and media. The internee learned how to complete the assignment
on time and punctuality is the gate of success without it no one can survive in practical field.
Internship help student in developing professional work habits and provide an
opportunity to analyze the difference in work style. Doing internship successfully is often an
excellent way of gaining actual employment in the same occupational field. Internship provides a
bridge between academic to professional world. As, its a bridge towards professional field thus
it should be after the completion of semester because its a half time job and students have to
give proper time to it. Moreover it becomes difficult for student to do internship along with
thesis and projects.

Conclusion
By participating in an internship, one can gain experience and enhance their knowledge.
Internship is very helpful for students to explore their hidden abilities and learned a lot of new
things which they cannot experience while studying in university.